How the internet is changing travel and the way companies find their customers.

I often consider the way in which I was first introduced to backpacking. It was via a newspaper ad for a package tour to watch the Superbowl in Miami. I called the number and yes it was too good to be true! I hung up disappointed after being asked to buy an alternative deal it had already been booked out.

[How many times do you find deals advertised online to be forced into telephoning and getting a sales guy tell you that offer has gone or was for alternative dates]

But the energy I had to get somewhere and have an adventure didn’t die. I said ok why Miami? If I am building this myself why not pick my spot? I was into some bodybuilding at the time and had a connection with LA at least an imaginary one anyway. And there was so much coming from California into TV (there was no internet yet) it was an attractive prospect. Long story short I was taking the escalator down as it Welcomes you to Los Angeles, suitcase in hand I had yet not turned into a backpacker.

How Companies are Targeting Customers

I suspect that the average 18 year old is getting a lot of interactive content like youtube videos and facebook ads foisted into their right hand webspace but have the sparks changed if we agree the media delivery has ? Perhaps it has not changed the way in which we are drawn to a destination but I would easily be convinced that once that spark has occurred an internet search is not far behind. If the spark is through a social channel then it makes sense to sow a seed at that time. 

So you have heard about scuba diving and it was at a time ago and interesting prospect. But you live in a grey cold climate, the opportunity to try it isn’t really present so it goes by. Selling a scuba diving holiday to you is the aim of the company but how do they know you like scuba diving ? The facebook social graph shows 3^rd parties what you like if you allow it. Otherwise facebook keeps your personal activities private but they allow advertisers to target you. You know this already. So its targeted advertising. Google were doing it long before but they didn’t gather the kind of stats that facebook did. They were looking at the page you were visiting and suggested advertisers based on this. Your searches now dictate much more what you will see in google ads if you are signed in or not. They can anonymously know that you just visited a celebrity news site and provide ads based on that.

The internet IS changing the WAY you travel

Packages will always be popular for families and those in need of not making much of a plan. Otherwise the fact that these online travel sites and their tools are available at your keyboard allows us to get info on any destination before buying a travel guide.
Consider pre internet how would you get interested in a destination and try and see if it is a great place to travel. Once on your way in hostels you get the opinion of other travellers and this is where I got my inspiration mostly. Meeting a backpacker in Singapore who told me about Thailand (pre The Beach) was a gift I would not have discovered easily for example. But today a quick post on facebook can share information along with photos and this is key.
In short the internet is probably influencing destination choice and hotel or hostel discovery more than any other sector. Your travel business should embrace the internet but to fully get the benefit you will need much more than just a website. Your website will need to be cross referenced by a good few selected sites such as trip advisor and landed travel.
I am yet to be convinced that twitter is detailed enough to offer a decent opportunity for the small travel service or business. People who know you have probably already used your services but where is the link to the anonymous customer who wants your service. I don’t think that people can search effectively twitter. No twitter is for ego maniacs that cannot show their webstats to the world or dare not! 

Advertising Tours Online is something we offer here for those companies who are tour providers and then also to end guys who may be tour guides themselves.